Guardner

The Objective

Offering a wide range of lifestyle items, Guardner is a brand based in the Fukuoka Prefecture of Japan and aims to offer its customers products that brings joy to their daily lives. With the launch of their Guardner Belt, Fitness Belt, and Golf Belt, they wanted to create buzz and boost product sales. Having maintained their presence and regular content posting on their TikTok page, they wanted to explore solutions to reach more audiences and maximize the effectiveness of their ad campaign. 

The Solution

As a native ad format that leverages existing video content on brand or creator-owned TikTok profiles, Spark Ads enable Guardner to boost brand awareness and reach relevant users across TikTok. By selecting their best-performing organic videos to be amplified with Spark Ads, Guardner ensures that their ad creatives are optimised to capture viewers’ attention and drive user action by clicking through to their website. Compared to Diversion Ads, running a Spark Ads campaign allows Guardner to earn engagement that contributes to the overall engagement volume on their organic page, improving the authenticity of their content and providing a better brand experience to their viewers.

To ensure that they are able to measure the impact of traffic and conversions from the Spark Ads campaign, Gardner installed the TikTok Pixel on their website. As a snippet of code that can be easily added to websites to track attributed user activity, TikTok Pixel sends these engagement signals to their TikTok Ad Manager (TTAM) account, optimizing ad delivery and allowing them to improve their targeting strategies in the process. Guarder also applied Custom Audiences to exclude users who have converted (i.e. completed a purchase action) on their website in the past 180 days, allowing them to maximize their ad spend by targeting new potential customers.

The Results

As compared to a non-Spark ads campaign running during the same two-week period, Guardner observed better results with Spark Ads, recording a 21% higher Conversion Rate (CVR), 13% lower Cost Per Action (CPA) as well as a 26.9% increase in total impressions. These insightful benchmarks allow Guardner to find the winning strategy for future successful campaigns, as well as inspiration to create more video content that can convert viewers into customers better.